Major League Soccer says it is already benefiting from the growing buzz around the 2026 FIFA World Cup. In a new update, MLS said it averaged 7.9 million live match viewers per week across linear and streaming platforms, including Apple, during the first three months of the 2026 season, a 62% year-over-year increase.
That momentum is carrying over beyond the streams and into the stadiums. MLS said it is averaging 22,109 fans per match through May, with more than 4.8 million fans attending matches through the first three months of the season. The league added that 13 MLS cities will serve as host markets for the World Cup, and nearly 40 MLS stadiums and training facilities will be used as match venues and team base camps.
The World Cup Effect Is Already Here
MLS Chief Business Officer Camilo Durana said the league’s recent growth reflects “consistency and momentum” built over the last three years, along with rising attendance, stronger digital engagement, and the global spotlight building around the World Cup.
The United States, Canada, and Mexico will host the 2026 FIFA World Cup, bringing the tournament back to North America for the first time since 1994. With host cities preparing for millions of visitors and global television audiences expected to break records, interest in soccer has been steadily climbing well before the opening match.
MLS also pointed out that its fan base remains one of the youngest in major North American sports, with an average fan age of 39.6 years old, helping the league connect with audiences who increasingly consume sports through streaming platforms and social media.
Americans Are Preparing to Watch Soccer in New Ways
Recent research suggests that the World Cup is already changing viewing habits across the country. According to a Reviews.org survey, 80.8% of respondents plan to watch World Cup clips and highlights on social media, while 72.7% expect to watch matches on traditional television or cable. At the same time, 35.3% said they plan to use an over-the-air antenna, showing that free broadcast television remains an important part of the sports viewing landscape.
The study also found that 58.8% of respondents expect to watch through FOX One or Peacock Premium, while nearly 48% said they would consider signing up for a streaming service specifically to watch the tournament.
While the World Cup will feature the sport’s biggest global stars, American viewers appear most interested in following the U.S. Men’s National Team. The survey found that 94% of respondents plan to watch Team USA matches, making the United States the most-followed team among survey participants. Other popular teams included Brazil, England, Spain, Germany, Argentina, France, and Mexico.
Not only are viewing audiences increasingly blending traditional TV, streaming services, social media, and free broadcast television rather than relying on a single platform, but the level of interest could create a significant ratings boost if the United States makes a deep run in the tournament, while also introducing more casual viewers to domestic leagues like Apple TV’s MLS.
MLS May Finally Be Seeing the Benefits of Its Streaming Bet, Yet the Biggest Opportunity Is Still Ahead
The surge in interest comes as MLS continues its partnership with Apple TV. Earlier this year, MLS Commissioner Don Garber acknowledged that the league may have been “way early” when it launched its groundbreaking streaming agreement with Apple. At the time, many questioned whether fans were ready to follow an entire sports league through a streaming-first platform.
Now, with soccer interest accelerating ahead of the World Cup and Apple making MLS matches more accessible than in previous years, the league appears well-positioned to capitalize on the influx of new fans.
For MLS, the World Cup represents much more than a month-long sporting event. The tournament will place MLS markets, stadiums, players, and clubs in front of a global audience unlike anything the league has experienced before. If even a small percentage of new viewers stick around after the final match, MLS could emerge from the World Cup with a significantly larger fan base and stronger streaming audience. Based on the league’s latest numbers, that process may have already begun.
